El Corte Inglés unveils its NEW 2025 campaign featuring singers Tini and Quevedo

El Corte Inglés launches its New campaign starring two of the most emblematic Gen Z artists, Tini and Quevedo. The campaign conveys the new generation's desire for freedom, keeping the slogan already associated with NEW, "New codes, new rules, new era". The company thus continues its commitment to the younger public through NEW, which uses a language and codes specific to Gen Z.

A street billboard was the first step in the communication plan for the campaign, with the spot starring the international stars as the centrepiece, followed by a large private event on 20 May at El Corte Inglés Castellana. Tini and Quevedo are two of the most representative and beloved artists of their generation in Spain, Europe and Latin America. The NEW El Corte Inglés campaign spot was directed by filmmaker Iris Vallés, with photography by Kito Muñoz.

Also new this year will be the NEW pop-up, which will be open to the public from 22 May to 8 June. An experiential space at El Corte Inglés Castellana that will feature more than 80 fashion, beauty, technology, sports and gastronomy brands, where you can find the latest products from the likes of Adidas, Apple, Scalpers, Bimba y Lola, Lacoste, One Dilemma, Cold Culture, New Balance, Zadig & Voltaire and MAC Cosmetics. The space will also host activities such as book signings, personalisation workshops, concerts and events.

Martina Stoessel, known as Tini, is one of the most internationally acclaimed Argentinian artists of her generation. With five studio albums and 22 million monthly listeners on Spotify, she has proven artistic versatility and a unique connection with her audience. This year marks a new stage for the artist from Buenos Aires, with her return to acting in the Disney+ series Quebranto and the release of a new album. The announcement of her FUTTURA festival last April sold out seven dates in Buenos Aires in less than 8 hours, selling more than 250,000 tickets for an international tour that will come to Spain in 2026.

Latin GRAMMY® Award-winning singer/songwriter Quevedo has released his highly anticipated second studio album, Buenas noches, reaffirming his place as one of the most influential urban voices of his generation. With more than 25 million monthly listeners on Spotify and over 36 million followers on social media, he has become a global phenomenon, collaborating with artists such as Karol G, J Balvin and Bizarrap, whose collaboration made him the first Spanish artist to reach #1 on the Billboard Global 200.

How the New event of the year went down

More than 1,500 people enjoyed the music of Tini and Quevedo at the event that New El Corte Inglés held on 20 May in the outdoor space of El Corte Inglés Castellana. The star performers of the evening were joined by campaign veterans Marina Reche and HeyKid, completing a line-up designed to captivate Gen Z.

Space and guests

During the party, attendees enjoyed a space made up of more than 80 brands, divided into five areas. To gain access, they went through the New lift, a modern décor perfect for photo ops. In beauty, a bathtub was set up with samples of various items and a MAC Cosmetics vanity to apply make-up. In food, a mini supermarket was built with a wide variety of products, especially sweet and savoury snacks. In fashion, the brands most coveted by young people and an Adidas stand were on display. The event also featured food trucks from Beata Pasta, Divorare, Momo, New York Burger and La Pecera.  Finally, between songs, guests could enjoy some time in the arcade.

The New El Corte Inglés event was bustling with guests, including influencers such as Dulceida, Laura Escanes, Jessica Goicoechea, Marta Díaz, Peldanyos and Marta Pombo; actors like Maxi Iglesias, Carmen Arrufat and Álex Bejar; athletes including Dani Carvajal, Rodrigo Riquelme and Álex Roca; and artists such as Chanel, Valeria Castro, Miriam Rodríguez and Nil Moliner.